Global Marketing : a Decision-Oriented Approach 4th Ed. Svend Hollensen.

Topics: Marketing, International trade, Globalization Pages: 12 (2298 words) Published: September 18, 2010
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Global marketing : a decision-oriented approach 4th ed. Svend Hollensen.

Pages: 753
Publisher: Pearson Education
Publication date: 26 Apr 2007
Search score: 36.20
eISBN-13: 9781408212011
eISBN-10: 1408212013
Print ISBNs:
PB: 9780273706786, 0273706780
Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. *Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. *All new video cases accompany every chapter and are available at, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds. BIC Classification: KM

Dewey Decimal Classification: 658.84
Library of Congress Classification: HF1416

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Table of Contents

Skip table of contentsContents
Preface to the fourth edition
Guided tour
Publisher's acknowledgements
About the author
Part I The decision whether to internationalize
1 Global marketing in the firm
Learning objectives
1. Introduction
1.2 Development of the ‘global marketing’ concept
1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Forces for ‘global integration’ and ‘market responsiveness’ 1.5 The value chain as a framework for identifying international competitive advantage 1.6 Value shop and the ‘service value chain’

1.7 Information business and the virtual value chain
1.8 Summary
Case studies
1.1 Vermont Teddy Bear: Should Vermont Teddy Bear go abroad? 1.2 Arcor: A Latin American confectionary player is globalizing its business 1.3 Video case study: Nivea
Questions for discussion
2 Initiation of internationalization
Learning objectives
2.1 Introduction
2.2 Internationalization motives
2.3 Triggers of export initiation (change agents)
2.4 Internationalization barriers/risks
2.5 Summary
Case studies
2.1 Blooming Clothing: A bumpy path to exports
2.2 Elvis Presley Enterprises Inc. (EPE): Internationalization of a ‘cult icon’ 2.3 Video case study: NIDEK
Questions for discussion
3 Internationalization theories
Learning objectives
3.1 Introduction
3.2 The Uppsala internationalization model
3.3 The transaction cost analysis (TCA) model
3.4 The network model
3.5 Internationalization of SMEs
3.6 Born globals
3.7 Internationalization of services
3.8 Summary
Case studies
3.1 Cryos: They keep the stork busy around the world
3.2 Entertainment Rights: Internationalization of ‘Postman Pat’ 3.3 Video case study: Reebok
Questions for discussion
4 Development of the firm's international competitiveness
Learning objectives
4.1 Introduction
4.2 Analysis of national competitiveness (the Porter diamond) 4.3 Competition analysis in an industry
4.4 Value chain analysis
4.5 Blue ocean strategy and value innovation
4.6 Summary
Case studies
4.1 Microsoft Xbox: The battle for gaming leadership against Nintendo's Wii and Sony PlayStation 3 4.2 Senseo: Creating competitiveness through an international alliance 4.3 Video case study: Nike

Questions for discussion
Part I Case studies
1.1 Manchester United: Still trying to establish a global brand 1.2 Bridgestone Tyres: European marketing strategy
1.3 OneCafé: A ‘born global’ penetrates the coffee industry 1.4 Cereal Partners Worldwide (CPW): The No. 2...
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